Success Stories
Choose Fairtrade and you’ll be joining a strong and growing Fairtrade market. Over 400 businesses already Do It Fair, so whether you are interested in sustainable sourcing on Fairtrade terms, tackling supply chain challenges with a Fairtrade Programme, or looking at donating to support our work, explore some of our favourite case studies below.
Greggs: Building back better with Fairtrade commitments
Why Greggs are continuing to grow their Fairtrade range despite today’s tough climate. Despite the challenges faced by the out-of-home sector as a result of the pandemic, Greggs announced in 2021 that they would be using Fairtrade cocoa across their supply chain. Fairtrade cocoa will be in all chocolate products sold through their shops by the end of 2023. We caught up with them to find out more about why they’re continuing to grow their Fairtrade range despite today’s tough climate.
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Mars: Towards a living income
To drive towards a living income for all cocoa farmers, Fairtrade, ECOOKIM and Mars are launching the Livelihoods Ecosystem Advancement Program (LEAP), an initiative targeted to reach 5,000 farmers in the coming five years. Launching in 2022, this innovative programme is part funded by Fairtrade Finland’s development cooperation programme (DONUTS), which receives funding from Ministry of Foreign Affairs Finland (MFA).
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Cafédirect: Direct trade and Fairtrade
Cafédirect was set up as a mission-led business to deliver impact for smallholder farmers worldwide, and working alongside Fairtrade they have created a brilliant model incorporating both direct trade, and Fairtrade. Cafédirect has a holistic, grower led approach, that is facilitated through direct relationships with growers, and the framework of Standards and pricing that Fairtrade provides.
Cru Kafe: Fighting climate change with Fairtrade
The standout reason CRU Kafe chooses Fairtrade is to fight back against climate change. Hear from Katie Colvin, Head of Marketing and Communications at CRU Kafe, about how Fairtrade equips the coffee farmers they work with, to deal with climate-related diseases like La Roya. What are the kinds of support Fairtrade coffee farmers in CRU Kafe’s supply chain choose? ‘Certain tools or certain new seed varieties to overcome climate change and get the best from their crop.’
Fyffes: Empowering communities with Fairtrade
Empowering communities is the best reason Fyffes can think of to explain why they are proud to work with Fairtrade. The combination of the Fairtrade Minimum Price, a safety net that farmers receive when the market price drops, and the Fairtrade Premium, a fund that the community can choose to spend wherever it needs, is unbeatable for farmers to take control of their lives. ‘We work in some of the poorest communities in the world and are proud to see the changes this creates.’ John Hopkins, Procurement Director, Fyffes Group Limited.
Grumpy Mule: Farmers invest in quality
The quality of Grumpy Mule’s coffee is down to the ability of their coffee farmers to invest in their business. We asked Dave Jameson, Coffee Programme Manager from Grumpy Mule why do they choose Fairtrade coffee? Here’s Dave’s response, including how Fairtrade coffee farmers are using the Fairtrade Premium to invest in sorting machines to produce the best, ripest coffee beans. ‘I know that Fairtrade coffee farmers will invest their Premium in improving the coffee that they grow for us.’
LEON Fairtrade coffee: Protecting the rainforest and regenerating land in one beautiful blend
LEON buys their 100% Arabica beans from Puro, who are trailblazers in sustainable coffee production. For years, Puro has helped LEON source the best beans from Peru and Honduras, picked at high altitude to give them natural sweetness, then roast them to bring out their full flavours. The beans are organic, Fairtrade certified, and support the World Land Trust. Puro’s efforts to protect biodiversity have earned them the honour of having not one, but three new rainforest species named after them.
Tate & Lyle: Fighting child labour with Fairtrade
Tate & Lyle know any labour issues in their supply chain can be tackled in a timely, responsible and ethical way. Tate & Lyle Sugars buys raw sugar from Belize, where sugar supports the livelihoods of more than 40,000 people, and their communities. Farmers in Belize are dealing with the worldwide Covid-19 pandemic, the climate crisis, and since 2015 they have been addressing the social, cultural and economic factors that drive child labour. And Tate & Lyle Sugars have been by their side.
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A programme partnership to create more resilient flower supply chains
This case study demonstrates how partnering with Fairtrade can generate industry-wide innovation. The project aimed to provide vital support to Kenyan flower farms and workers to ensure they could operate safely and bridge income gaps during the pandemic. It also aimed to carry out research and hold forums to lead discussions on how to create a more sustainable future for the floriculture sector. These two approaches were highly complementary since the pandemic had highlighted systemic issues within these supply chains.
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Divine: empowering farmers and consumers
Divine is driven by its social mission to empower farmers and consumers through creating a supply chain that shares value more equitably; a mission aligned closely to Fairtrade. Sophi Tranchell, CEO of Divine Chocolate ‘I hope that we have demonstrated that there really is a different way of doing business, putting the cocoa farmer at the heart of it.’
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